Why does Red Leg rum have a crab on the bottle? This is the question posed to a bartender at the beginning of the brand’s first ever TV ad.

Our barkeep nods towards some of the bar’s regulars, who break into an amusingly furious crab dance, by way of ‘explanation’. Unfazed, our man speculates it’s because “they’re social creatures who take life as it comes” (this is true, apparently: they make good pets for the aquatically inclined).

The fact that the ad teaches us more about the habits of crustaceans than the actual product weirdly works in its favour, suggesting the brand is laid-back enough not to have to boast about itself (though of course it does look good with cola, ice and lime).

We can only hope the dance becomes a national phenomenon.